Aflac: Aflac Isn't by Publicis Seattle

We all know Aflac for it's famous brand icon, the Aflac duck, but can you say for certain what the company actually offers?

That's the dilemma Shannon Watkins, Aflac vice president of brand and creative, said the 'Aflac Isn't' campaign aims to address.

Watkins told The Drum the good news is Aflac has a brand recognition factor of about 90%. The bad news? She said, "We discovered that not too many consumers know what Aflac is beyond insurance and the Aflac duck. We asked consumers what type of insurance coverage Aflac offers, and not many people responded correctly."

The new ad sees a range of people asking how Aflac can help them, until someone finally gets it right by asking, "Do they pay me money directly if I get sick or injured?"

The well-known duck answers with a resounding, "Aflac!" The spot is then tagged with the campaign's clearcut, informational slogan: "Get help with expenses health insurance doesn't cover."

"Now that we've solidified the awareness of our brand, we simply want to pivot and educate on what our product and services are. Our aim in this campaign is to make sure we're driving knowledge, connection and ultimately product leads while maintaining brand awareness," said Watkins.

The spot, which was developed by Publicis Seattle and is the first creative component of the 'Aflac Isn't' campaign, will launch later today (7 January) at 8pm on the CW.

Aflac is calling this "one of the most extensive integrated marketing campaigns in company history." The campaign will run across linear and connected television, radio, print, experiential and social, including on the Aflac duck's social channels.

Aflac is also updating its landing page to optimize navigation and better educate consumers on its offerings.